About this paper
For gourmet fruit and foods retailer Harry & David, demand is seasonal and highly susceptible to economic conditions. Marketing success depends on three keys: Customer-centric strategic planning, behavior- and attitude-based segmentation, and gauging the effectiveness of marketing efforts over time. This paper summarizes a webinar in which the company's VP of Customer Relationship Marketing shared some of his experiences putting these keys in place at Harry & David – and how the company went from bankruptcy to profitability in less than a year, and double digit file growth in less than two years.
SAS is the leader in analytics. Through innovative analytics, business intelligence and data management software and services, SAS helps customers at more than 75,000 sites make better decisions faster. Since 1976, SAS has been giving customers around the world THE POWER TO KNOW®.